PerlmanRep
California Market Center, Suite B525(800) 216-8427To kick off the launch of the Darling contemporary collection in Los Angeles, David Perlman gave his California Market Center showroom a sweet makeover.
Darling is the latest collection to join the showroom, which also represents Kersh and Press.
Darling launched in the United Kingdom in 2008 and last season made its U.S. debut at Coterie in New York. Retailers, including buyers from Anthropologie and ModCloth, loved the collection’s sweet vintage-inspired looks, and so did Perlman and his team.
“Their booth stood out,” said Noel Smejkal, a rep with the showroom.
For Los Angeles Fashion Market, the PerlmanRep showroom is getting an installation that will mimic the look of the Darling booth. Embossed wallpaper covers one wall, traditional furnishings have been brought in, and the room is decked out in lace-covered hanging lamps, hat boxes and floral-painted china.
“Everything is so adorable,” Smejkal said. “And it’s so price-point driven.”
Darling’s sweaters, dresses, tops, skirts and pants are wholesale priced from $15 to $55.
And when PerlmanRep takes the line to regional trade shows in San Francisco, Seattle, Chicago, Dallas and Atlanta, as well as to WWDMAGIC in Las Vegas and back to Coterie in February, the team will re-create the Darling look at each show—right down to the fresh flowers in the booth.
During Los Angeles market, models dressed in Darling will be passing out cupcakes in the CMC lobby.
Darling’s contemporary styling and competitive prices are a good fit at the PerlmanRep showroom, Smejkal said. In additional to Canadian label Kersh and sister brand Press, the showroom represents the Mavi, Monoreno, Trinity, Tresics and Freebird labels.
“The lines sit nicely together, but each hits a different market,” she said. “Our clothing is very fashion-forward. We offer great value, and we are on trend.—Alison A. Nieder
